How to use social media for direct/promotional marketing

1. TITLE OF APRIL 23, 2010
COSSETTE
PRESENTATION
SOCIAL
MEDIA +
MARKETING1

2. Social Media +
DM
AGENDA
> New realities
> Strategies
>Top level
>For direct/promotional marketers
> Email marketing vs. social media
> Measuring impact
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3. Social Media +
DM
NEW REALITIES
WHAT HAS CHANGED?
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4. Social Media +
DM
YESTERDAY
Opinion leaders + Elite
Masses
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5. Social Media +
DM
TODAY
Employees
Government Media
Companies Interest groups
Consumers/ Unions
Citizens
Investors/
Analysers
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DM
THE SHIFT FOR MARKETERS
Controlled Open
Collaboration Collaboration
Control
Controlled
Brand Dialog
Communications
Consumer Collaboration 6

7. Social Media +
DM
WHAT’S CHANGED?
> Today’s consumers
are:
>More brand/marketing
savvy than ever before
>More apt to discuss,
engage and advocate
the brands they trust
>Content consumers
and content creators
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8. Social Media +
DM
SOCIAL MEDIA IS AFFECTING
SALES
…and not just brand perception
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9. Social Media +
DM
THE NEW WEB
> Two results of the RELEVANCE web
>Evolved from the INFORMATION web
1 A growing importance of
identity and authenticity
2 Real people want to
connect…with real
things
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10. Social Media +
DM
STRATEGIES
FOR DIRECT/PROMOTIONAL MARKETERS
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11. Social Media +
DM
WHAT TO STAY AWAY FROM
> It’s not social media…it’s marketing
> Avoid thinking in campaigns or flights – be
strategic
> Using old metrics to define success
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DM
WHAT TO FOCUS ON
> Leveraging the social graph
> Build your brand and shape it
> Get started and iterate
> Develop a conversation calendar
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DM
New Facebook
changes
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DM
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DM
THERE ARE NO SECRET
RECIPES
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DM
DO YOUR HOMEWORK
LEAD GENERATION
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17. Social Media +
DM
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DM
DEFINE OBJECTIVES
> Creation of social media accounts
>Facebook
>Twitter
>YouTube
>Flickr
>LinkedIn
> Using social media to generate interest in offer
>Partnerships with social influencers
>Partnerships with bloggers
>Social tools for consumers
> Twitter avatars
> Facebook profile pictures/badges, gifts in marketplace,
applications, games
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19. Social Media +
DM
LEVERAGE MATERIAL + PLAN
CONTENT
> Existing promotions/rebates/sales/coupons
> Newsletter and eblast efforts
> Provide original content for social media
>Be careful not to disseminate the same messages as
newsltters, website, etc.
>Promotions made for social media accounts only
> How can you manage your social media
content?
>Plan, analyze and adapt
>Editorial calendars
>Make your content about your consumers
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20. Social Media +
DM
SHIFT FROM PUSH TO
SHARE
> Create content destinations that:
>Explain the offer
>Provide opportunity to interact, share opinions and
comments
> blog posts, video, event pages on social networks
>Think of a landing page, but focused on being
informative and encouraging discussion
> Time breakdown
>1:2:1 listening, connecting, publishing
>Twitter: 80% share and 20% push
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21. Social Media +
DM
PROMOTE
> Promotion of social media accounts
>Website
>Newsletters
>Advertising
>Contesting to recruit fans/followers
>Stunts
> Use social media to promote your promotions
>Partnerships
>If you have an account: custom tabs, simple or
complicated html coding
> Microsites on Facebook page
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22. Social Media +
DM
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DM
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DM
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25. Social Media +
DM
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26. Social Media +
DM
PARTNERSHIPS
> Partnerships to promote social media accounts
> Business partnerships to include social media links
> Sharing with other accounts, retweeting
> Blogger campaigns
> Contesting
> Advertorial
> PR content
> Partnerships to expand reach of promotions
> Blogger campaigns
> Offering special promotions for their readers
> Providing bloggers with tools to execute their own promotions
for your product or service
> Targeting influencers
> Offering something to influencers – those with many group
members, fans, followers – to help you spread the word
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27. Social Media +
DM
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28. Social Media +
DM
EMAIL MARKETING
vs. SOCIAL MEDIA
USE YOUR EXISTING TECHNIQUES
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29. Social Media +
DM
WHAT IS EMAIL MARKETING
> Email marketing is about customer retention
> Building stronger relationships with customers
>Who already know you and decided that they want to
keep hearing from you
>Want to stay up to date on what you’re doing
>Hear about new products
>Hear about hot deals, etc.
> Inbox messages help keep your company
name in their top of mind
See any parallels with Facebook and Twitter?
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30. Social Media +
DM
CUSTOMER WANTS/NEEDS
> Email: think like your customer
>What do your customers want?
>What’s their mindset?
>Want to hear about upcoming deals and specials?
>Want a reason to head in store?
>Want educational articles to help them deal with a
certain task?
> Social: think like your customer
>Define your account tonality and personality
>Use Facebook analytics to see what your fans like
and don’t like, then adjust your strategy
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31. Social Media +
DM
DESIGN + MULTIMEDIA
> Email: find a good template
>The emailing you send should look and feel like your
brand
>Multimedia is not easily shared by email
> Social: Invest in the design and multimedia
content of your page, Twitter or Youtube
account
>Facebook multimedia - photos, videos and audio clips
- must reflect brand yet add something new
>Twitter and YouTube “skin” (background design)
>YouTube
> What makes for a viewed YouTube video?
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32. Social Media +
DM
SEGMENTATION
> Email: Segment your emails
>Analytics program to help you segment and bucket
customers based on those actions
>Create separate e-mailings with customized content
> Social: Can’t segment – but…
>Can’t target messaging in social media
>Can target status updates based on geography and
language (Facebook)
>Can have multiple social media accounts
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33. Social Media +
DM
TIMING
> Email: Find the best day to send
>Emails sent Tuesday-Thursday receive the highest
open and click through rate
>Test which days have the highest click through rates
> Social: Find the best day and time to
communicate
>Morning, before lunch, right after lunch, before the
end of the day, less on the weekends
>Not written in stone, check what days and times
generate the most impressions and cause the most
engagement with community
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34. Social Media +
DM
WRITTEN CONTENT
> Email: Write good subject lines
> Clear call to action that will pique interest and make
members click through to get benefit
> Should only be about 6-7 words
> Should inform, intrigue, excite, be compelling and
actionable enough that readers will want to know what’s
inside
> Social: write good updates
> 140 characters for your subject line and text
> Must be clear, concise and to the point, while enticing
consumer to click for more info (open link, go to your site,
view photo or video, share with a friend, etc.)
> Applicable for Facebook updates, Tweets, YouTube video
names and descriptions (and tags)
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35. Social Media +
DM
TAKEAWAYS
> Email newsletters are not dead!
> Have you made them mobile?
>Smartphones make email accessible
>Flash doesn’t work on iPhones
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DM
MEASURING IMPACT
ROI OF BEING SOCIAL
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DM
MEASUREMENT
ID
EA
L
SC
EN
LEVEL OF ENGAGEMENT
A RI
O
LEVEL OF EXPOSURE 37

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DM
QUANTITATIVE QUALITATIVE
> Clicks > Shift in sentiment
> Impressions > Perception shift
> # of followers/fans > Comments/Likes
> # of posts, tweets, etc. > Key message pick up
> Unique visitors > Usage of assets
> Sites linking in > Pass along
> Coupon redemption > Engagement with
applications
> # of database opt-ins
> Recall awareness
> Downloads
> Likelihood to
> # of pass-along
recommend 38

39. Social Media +
DM
FACEBOOK INSIGHTS
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DM
RESOURCES
> Allocation of resources
>Time (internal resources)
>Design & Branding
>Custom HTML work (for page improvement,
customisation and the development of applications
including contests)
>Monitoring and analysis
>Social media advertising and promotion
>Outside strategic council
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41. Social Media +
DM
TAKEAWAYS
> Things have changed, you can’t fight it
> Social media is just a new tool
> There is a need for DM and promotions in social
media
> Listen, define your strategy, plan, share, promote
and measure
> You already know the basics - use your email
marketing savvy
> Need new KPIs and metrics to measure success
> GO AND GET STARTED!
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42. Social Media +
DM
Every
communication
is a link
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43. Social Media +
DM
THANK YOU!
Alison Neill
Alison.neill@cossette.com
Twitter: twitter.com/alineill
LinkedIn: http://ca.linkedin.com/in/alisonneill
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